It’s time to stop relying on the funnel
"In today’s marketing landscape, people can experience a brand in many ways other than purchase and usage of a product. These include live events, content marketing, social media, and word-of-mouth. Consider all the members of the Nike+ running community who don’t own Nike products or the half million fans of Tesla’s Facebook page who don’t own a Tesla. Or consider companies where employees use their own devices or download their own software until IT purchases the enterprise version for the entire company. In today’s digital age, advocates aren’t necessarily customers. Marketers who think that advocacy comes after purchase are missing the new world of social influence."
Take a look at this Harvard Business Review blog about why the traditional marketing funnel and the newer Customer Decision Journey (popularized by McKinsey) aren't cutting it. Customers are smart. Customers are informed. They may enter the funnel at any stage, skip a few, or moves between stages. So, now what?
Mark Bonchek and Cara France tell us, "We need a model that informs marketers how to enable and empower, not just persuade and promote." To read more take a look at the HBR article which is as relevant today as the day it was posted, click here.